Dubbed “The Right Insurance, Right Now" the campaign features 15- and 30-second video spots and online advertisements that appear on websites including CNNMoney, Slate.com, Inc.com and Fora.tv. In May, Hiscox will incorporate direct mail.

“We tested direct mail last year and had good results with it,” Thorn said.

Hiscox has provided online insurance specifically for small businesses in the UK for eight years, and launched in the US about a year and a half ago, Thorn said.

“We couldn't believe no other insurance brand in the US was selling this type of insurance direct and online and felt it was a huge opportunity for us,” Thorn said. “The big point of difference is we customize the policies to the different industry types. If you are a technology or IT consultant, you'll get slightly different coverage than a general business consultant. We really understand the different risks by industry.”

The featured video depicts small business owners, including a photographer, IT professional and an independent consultant—the exact type of white collar, office-based small business owners the campaign is targeting.

Last year, Hiscox launched Leap Year, a branded-entertainment web TV series that followed a group of friends who decide to start their own business together. Season two will launch in June, the company said.

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